The Best Choice For Family Business
Consulting & Coaching

Family-owned businesses employ 63% of the US workforce. New Jobs: Family-owned business are responsible for 78% of all new job creation. 74% of family businesses have been in business for 30+ yrs. Family enterprise leadership ensure lasts for to five times longer than other businesses.

Chief Bottle Washer

Jocelyn Greenky Underwood

Jocelyn is a keynote speaker with extensive expertise in solving business challenges. She fixes or launches and is trusted by global CEO’s. With a 30-year background working in Fortune 500 companies, mid sized and start-ups, Adjunct Professor and published author, she offers a unique perspective on the workplace. She works with family-run businesses, international brands, management teams, owners and employees. Jocelyn has been featured on CNBC, FOX, and CNN, and in The New York Times, USA Today, and Washington Post, among others.

Formerly, she was digital Global Editorial Director at Hachette Filipacchi (ELLE, Eating Well, Travel Holiday, George, Car and Driver, Road & Track, Flying, Boating, Women’s Day, Top model, Met Home, Home, Cycle World; Head of Broadcasting and Event Marketing for Wenner Media (Rolling Stone, US, and Men’s Journal); and Philip Morris as event manager for Virginia Slims, Bucks, Cartier, and Marlboro. Jocelyn also was COO of Colin Cowie, a lifestyle and event brand, and CEO of BriteBean Technology.

She holds an MBA in Organizational leadership and from University (with distinction), and a B.S. from Syracuse University. She was awarded the first grant to an adjunct business school professor and woman in the master’s business school to study psychological safety in the global workplace.

Jocelyn lives in Greenwich, CT with her three dogs and husband. Her combined six children are always happy to come home for fresh cooked meals and lots of love.

Jocelyn is an author of

The Big Sister’s Guide to the World of Work:

At Sider Road

Our team is a powerhouse, drawing from a blend of M.B.A.s, Ph.D's, seasoned entrepreneurs, published author and a combined 100+ years of experience.

We specialize in organizational leadership

Crafting trust-infused pathways that drive unprecedented revenue growth and long-term sustainability.

Experience is our backbone

Shaped by learning from industry giants and weathering storms alongside struggling businesses.

Why us?

Proven success and hard-earned wisdom, genuine empathy, and a touch of levity make us your go-to for "All Things Workplace".

For organizations

We create strategies for success, trust, and innovation.

For individuals

We offer guidance in personal branding, navigating office dynamics, and enhancing professional skills.
Our smiles are creating

Happiness and "No Regrets"

“A game changer for my business. She brought process and
taught me MBA 101 for me to excel wsfast! Highly
recommend Sider Road.”

Dean Steinman

“Jocelyn is a true professional – from the planning stages, to team coaching, to follow through and beyond. I don’t only
“believe”, I “know” she made a difference!”

Wayne Lefkowitz

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